3.2.3: Sampling Methods
Strategic Market Research Design
The Strategic Dilemma: You can't ask everyone. Census (surveying entire population) is impossible for 67 million UK citizens. But sampling introduces error and potential bias. The question isn't "Should we sample?" but "Which method minimizes risk while controlling cost?"
The Census vs. Sample Decision
Census (100% Population)
Strategic Reality: Impossible for most businesses. Only used for national government (UK Census every 10 years).
Sample (Representative Subset)
Strategic Reality: Affordable, fast, and "good enough" for business decisions (new product launch, pricing strategy).
AO3 Analysis Chain: Why Sampling Works
→ A well-designed sample of 1,000 can represent 67 million...
→ Because statistical probability ensures diversity if selection is random...
→ Allowing businesses to predict consumer behavior with 95% confidence...
→ Therefore enabling data-driven decisions (launch/cancel product) at 0.002% of the cost of a census...
→ Strategic Impact: Market research becomes financially viable for SMEs, not just multinationals.
Cambridge 9609 Assessment Objectives
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